Project Description

The occupational fatality rate is 800% higher for farmers than for the average American worker, and tractors are responsible for the majority of these accidents. Rollover Protective Structures (ROPS) are 99% effective at preventing death in a tractor rollover, so it's vital that tractors have proper ROPS installed. NYCAMH has implemented a ROPS Retrofit Program that aids in getting farmers hefty rebates and information for retrofitting their tractors with ROPS. The program has been successful and is now being implemented across many states in New England.

The Design Lab team holds this project close to our hearts so when Sappi's call for the Ideas That Matter grant went out, we knew immediately that this would be the perfect opportunity to do something extra for our client. We wanted to create a delightful take-away piece to be handed out at farm shows and other events that would raise farmers' awareness of the importance of ROPS. The "retro" theme was chosen because we thought it would appeal to farmers' aesthetic and that they'd appreciate the craftsmanship of letterpress printing. In addition, many farmers are reluctant to retrofit their antique tractors and we wanted to illustrate that they wouldn't lose their beauty.